05/03/2017

Report: Content Marketing Getting More Interactive

Sales and membership staff rely heavily on this channel

A new report from the Content Marketing Institute and ion interactive finds that large companies in particular are making interactive content a stronger part of their marketing mix. Getting people hooked into your offerings can often be a challenge—in part because you need to create engagement, then keep it.

Is interactive content a hook that marketers can latch on to? According to a new Content Marketing Institute (CMI) report conducted on behalf of ion interactive, nearly two-thirds (63 percent) of all businesses surveyed that had more than 1,000 employees were relying on interactive content marketing, which involves a two-way dialogue or exchange between the consumer and the content. (Overall, the number was 46 percent.)

This content—which often takes the form of eBooks, infographics, calculators, quizzes or self-assessments—is often used in a variety of ways by organizations, mostly near the top of the sales funnel. Among the most popular uses included engagement, audience education, brand awareness, and lead generation, with each of these four reasons topping 50 percent among survey respondents who said they relied on interactive content marketing.

Please click here to read the complete article from Associations Now.